IN THE not-so-distant past, alternative decking manufacturers marketed their products' advantages by comparing them to the default decking material, wood. Ads, brochures and press releases regularly touted composite decking's lower maintenance and higher performance than redwood, cedar and pressure treated wood.

But a seismic shift has taken place as composite decking becomes established and next generation alternatives-produced by non-composite manufacturers-are rolled out. Alternative deck producers are starting to take it out on each other. Manufacturers who produce only 100% PVC decking are now advertising and arguing that their products won't stain, scratch, fade, rot, mold, require less maintenance, absorb less moisture, and are more color stable than their composite counterparts.

Azek markets a "Deck Double Dare," challenging end-users to test the stain and scratch resistance of its all-PVC decking, side by side with composites and wood.

Gossen advertises "No Fibers. No Fillers. No Compromise."

And Genova Products is working aggressively to "educate" the public about the alleged "weaknesses" of wood-composites, as it rolls out a new decking line that looks more like wood, but contains none. When Genova entered the decking market about six years ago, its vinyl product looked decidedly like, well, vinyl. Profiles were fatter, in white, gray or tan. The texture was smooth, with a diamond pattern. And performance claims against certain brands of composites had yet to come to light. 

"Back then, composites were coming on strong," says Genova's Joel Holt. "Since then, issues and problems are raising their ugly heads, which has given us more fuel to separate ourselves as the product of the future. We now have more ammunition, more of an edge."

In addition, composite decks have become commonplace. "People are familiar with composite decking," says Genova marketing specialist Tammy Koczava. "They are just not familiar wth the differences between PVC and composites, which have PVC in them. We're stressing the advantages of a purely PVC deck."

Most composite manufacturers are not as quick to return fire, since many of them now have all-PVC deck lines of their own. They consider both materials excellent, but with different strengths.

"It comes down to the battle between aesthetics and functionality," explains Adam Zambanini, senior product manager for Trex. "Composites, aesthetically, are superior to PVC. PVC is better at (resisting) scratching and staining. Our Trex Escapes (PVC line) looks the most natural, but it doesn't look as natural as the composite."

Cheryl Roysdon, senior marketing manager at TimberTech, agrees:  "There is a customer market for both PVC and WPC (wood-plastic composite) decking, and so TimberTech benefits by having a full product line that offers both. WPC decking offers a more realistic wood look, texture and feel, and PVC decking offers the highest level of low-maintenance benefits. Since the TimberTech product line offers both, we give consumers the power to choose what fits their desires and needs best."

Zambanini finds demand differences regional, based on preferred "features and benefits, what you're looking for. In harsh environments, such as in New England, you might see more volume for Trex Escapes."

In green-minded areas, such as the West, Trex has worked to point out that its decks use only recycled content. "A lot of PVC deck manufacturers claim they're green because they're not cutting down any trees. But they're not recycling, so it's still not green," he argues.

Still, don't count out the possibility for a peaceful co-existence between the two materials. Consider the recent moves at Fiber Composites. Last year, the manufacturer expanded its Fiberon composite line to offer greater fade, stain and scratch resistant; merged with PVC decking maker Sensibuilt, and began began phasing out the venerable WeatherBest name-one of the most recognizable brands among composites.